By Jennifer Lopez
She had been nominated for a Grammy Award for her singing and a Golden Globe Award for her acting, but it wasn’t until 2001 that Jennifer Lopez says she truly fulfilled one of her biggest dreams. That was the year that JLO by Jennifer Lopez was launched – the Latin diva’s very own signature collection of sportswear. Now, women across the world could have access to her unique sense of style and fashion.
“I’ve always had great respect for fashion icons and their impact on society,” Lopez says in explaining her motivations behind the creation of JLO. “I’m working to fulfill my vision of creating a brand that incorporates every aspect of my life. I am in the fashion business to create a brand that will have an effect on the women’s marketplace.”
The same year that JLO was launched, the artist teamed up with Andy Hilfiger, brother of the American fashion icon Tommy Hilfiger, to establish Sweetface Fashion Company. Under this umbrella corporation, She has since expanded her sportswear line to create a complete lifestyle brand. Sweetface now incorporates products in eleven different categories, including Girls, Swimwear, Fragrances (Glow by JLO, Body Glow by JLO, Miami Glow, Love at First Glow, and the unisex Glow After Dark), Eyewear, Hats, Gloves, Scarves, Jewelry, Outerwear, Handbags, Lingerie, Watches and Footwear.
By July 2002, all of these products by Jennifer Lopez could now be found in Canada and Central America; Sweetface had begun a process of international distribution. Two years later, the company joined forces with Crocus International in opening the first JLO boutique in Moscow, Russia. The brand’s popularity continued to grow after its showcase at Olympus Fashion Week in New York City. The response following the event was so positive that Lopez decided to launch a new women’s contemporary brand, also called Sweetface.
Today, JLO is the most successful fashion line by any artist in history. “Jennifer continues to set new standards in women’s fashion and lifestyles,” says Hilfiger. “We are committed to the expansion and growth of the JLO brand under the Sweetface umbrella and will continue to take the brand to new levels of success. Sweetface will continue to expand the brand as a fashion authority with virtually limitless opportunities.”
This year, it was announced that JLO will be rebranded as the fashion line JustSweet, which will also see the introduction of a wide new range of clothing and fragrances. However, as the company’s success continues to grow, so too has its unpopularity with various groups, including the well known People for the Ethical Treatment of Animals (PETA). Because her products frequently use fur, PETA questions Lopez’s concern for animal rights. Anywhere between ten to one hundred PETA protesters can usually be seen at her movie screenings and other events in which she is in attendance.
Despite the criticism, products by Jennifer Lopez continue to be sold at an increasing rate on the Internet and in department stores across the world.
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